Читать книгу Location-Based Marketing - Gérard Cliquet - Страница 18

Once these dilemmas have been established, the content of spatial marketing is presented according to the usual areas of marketing:

 – the buyer’s behavior (consumer in B2C, business to consumer, or business in B2B, business to business), this book focusing on the consumer;

 – marketing research concerning market studies in the broadest sense;

 – strategic marketing and marketing management.

Introducing space in these areas involves many changes, sometimes even upheavals, because it is now a question of thinking and acting differently.